POWER PRESS

CASE STUDY

Market Overview
The home fitness equipment market is booming, projected to reach $23.27 billion by 2025. Power Press sought to capitalize on this trend by enhancing its brand and expanding its product line to meet the rising demand for versatile, space-efficient workout solutions.

Challenge
Power Press needed a brand refresh and new product variations to maintain competitiveness in the evolving fitness market, with a focus on aligning with current consumer preferences to drive sales and market share.

Rebrand Overview
We spearheaded a comprehensive rebranding, updating Power Press's visual identity to reflect modern fitness aesthetics. The rebrand targeted both existing customers and new market segments, emphasizing the product line's versatility and effectiveness.

Strategy
Utilizing the SB7 framework, we redefined the brand story, centering on strength, versatility, and convenience. The visual design was modernized with bold colors and dynamic imagery, supported by new lifestyle and product visuals that enhanced packaging and user experience.

Optimization
With a 60% female audience, we shifted from a masculine tone to a more inclusive grey palette, accented by CMYK colors. Diverse models were featured in new content, reflecting the brand's broader appeal and boosting engagement and conversions.

Creative Application
Creative assets highlighted the multi-functional nature of Power Press products in home workout settings, ensuring a consistent and engaging customer experience across all channels.

Results
The rebrand and product development led to significant visibility and engagement, securing substantial orders from Target stores in the US and Canada and driving rapid sales growth on Amazon. Power Press is now solidified as a leader in the premium home fitness market.